Whenever I browse episodes of How I Built This with Guy Raz, my first instinct is always to look for female founders. Because women are still underrepresented in top-tier business profiles, my secondary filter is finding products I already use and love. That is exactly how I landed on the story of Justin Gold, the founder of Justin’s Peanut Butter.My own love affair with the brand started practically. I wanted to try almond butter but hesitated to spend $10+ on a full jar. When I saw a single-serve squeeze pack at Target, I decided to give it a go. I instantly fell in love. Eventually, when the jar prices became more accessible, I upgraded to the full-size version, followed quickly by their incredible dark chocolate peanut butter cups.
Years later, during a post-COVID cross-country road trip to move my sister’s car, those peanut butter cups became our primary fuel. My daughter and I staged a blind taste test against the reigning champion, Reese’s. By the time we crossed the New York/Pennsylvania border, our family had officially converted. We were a Justin’s family. So when I saw his name on the podcast feed, listening was a must.
The Power of Relentless OptimismWhat makes Justin’s story so captivating for solo-preneurs is his profound tenacity and curiosity. Throughout the entire interview, he never said, “I needed to pivot” (although it happened many times. The pivot (however necessary) always came from a place of curiosity driven by optimism. His entire journey was driven by simple, powerful questions: What if? Why not? How come? How can I?
Take the famous squeeze packs that first introduced me to the brand. When Justin approached manufacturers about producing individual nut butter packets, he was flatly rejected. The squeeze packers didn’t want to include the allergen warning, “made in a facility that processes nuts,” on all their other product lines. Instead of walking away, Justin asked: Why can’t I be the first to solve this? What if I find my own way to manufacture these packs?
His curiosity carried him through the grueling early days. He was waiting tables, working part-time at REI, driving to Denver multiple nights a week to grind peanut butter, selling at local farmers markets, and physically stocking the shelves of Whole Foods himself. Yet, looking back, he describes that intense season of hustle as an absolute blast. He genuinely enjoyed the process.
As an accountability coach, listening to Justin’s story highlighted two core concepts that can help solo-preneurs overcome the friction of launching a business:
Protect the Fun (And Leverage the Peak-End Rule)
Building a business requires immense effort, but staying deeply engaged and finding joy in the day-to-day work is vital for long-term growth. When the process loses its joy entirely, momentum stalls, and restarting becomes twice as difficult.
To maintain momentum, we can look to a psychological principle known as the Peak-End Rule—a behavioral heuristic famously utilized by experiences like Disney theme parks. Visitors might spend hours waiting in dense, frustrating lines, but the actual ride is an absolute blast. Because our brains judge an experience primarily based on its peak emotional point and its end, we remember the thrill of the ride rather than the boredom of the queue, prompting us to stand in line all over again.
As a solo-preneur, you can use this to your advantage: when you are working on a tough project, try taking an intentional break right when you hit a high point or an exciting breakthrough. Leaving the task on a high note ensures your subconscious remembers the experience as fulfilling, making you significantly more eager to return to your desk the next day.
Shift from Fear to Active Curiosity
Approaching challenges with curiosity automatically positions you in a learning mindset. When you ask open-ended questions, you give yourself implicit permission to explore, test, and play, freeing yourself from the paralyzing trap of perfectionism. Perfection bogs us down; curiosity opens us up to the unknown.
The next time you hesitate to take a bold step in your business out of fear, challenge yourself to reframe the narrative using Justin’s favorite questions:
- What if I publish this article and it deeply resonates with someone?
- What if they actually say yes to my proposal?
- Why not try a completely alternative delivery method?
- How come no one else has approached the problem this way?
Step into the shoes of an eight-year-old child: experiment, play with your options, and see what happens. Notice how it feels when you finally take that step. Do you feel relief? Pride? Accomplishment? Anchor yourself to that positive feeling and lean into it whenever your business goals feel a little too daunting to face alone.
Bridging the Gap Together
When your dreams are massive, mapping out the immediate next steps can feel completely overwhelming—especially when well-meaning people in your life ask questions that cause you to second-guess your vision. Navigating the solo-preneur journey in isolation is one of the hardest ways to build something meaningful.
If you need a trusted partner to help you bounce ideas around, refine your strategy, or simply hold you accountable to the promises you’ve made to yourself, I am here to help. I collaborate closely with solo-preneurs just like you to build personalized productivity frameworks that keep you motivated, laser-focused, and consistently moving toward your highest goals.
Let’s turn your “what ifs” into reality. Reach out today, and let’s design a system that works for you.